Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Digestive Remedies in Hungary

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Executive Summary

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PROSPECTS

The growth rate is set to slow

Digestive remedies saw stable demand in Hungary over the review period, due to the increasing number of digestive problems and the growing need for quick solutions. Busy, hectic lifestyles and increasing levels of stress have a significant impact on digestive health, leading to more consumers becoming frequent users of OTC digestive remedies.

Traditional remedies versus quick solutions

The significant popularity of and increasing interest in vitamins and dietary supplements for digestive symptoms and the frequent use of herbal/traditional treatments are affecting the demand for OTC digestive remedies. In order to remain competitive in the market, a recent trend was to include natural ingredients in innovative OTC formulae.

Seasonal demand and new-age diseases

The demand for diarrhoeal remedies is reactive and highly correlated with seasonal epidemics. Fortunately, in 2017 and 2018 the level of registered epidemics was below the domestic average, which limited sales of even the most popular brands.

COMPETITIVE LANDSCAPE

Stable positions at the top

Sanofi-Aventis, Berlin-Chemie/A Menarini Magyarország and Egis Gyógyszergyár remained the leading players in digestive remedies in 2018; however, they all recorded only moderate growth rates. Antiflatulents, the most dynamic category within digestive remedies, continued to be dominated by Espumisan, whilst Sanofi dominated IBS treatments thanks to its traditional brand No-spa.

Domestic presence

Although sales of digestive remedies are dominated by international companies, local players also maintain a relatively high presence in Hungary. Egis Gyógyszergyár stands out in diarrhoeal remedies, offering a wide variety of product types, including traditionally natural, coal-based formulae.

Innovation by Walmark

Digestive remedies saw a great deal of innovation over the review period, and new product launches are also expected in the forecast period. Walmark launched its new product Biopron IB-Symbio in Hungary in 2018, including three product subtypes, based on the main symptoms of IBS (diarrhoea, constipation and distention).

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